So you invested time (and money!) in the evolution of your CRM toward a Social CRM, and now you need to make it profitable.
You may ask yourself: Where do I start?
Here are a few steps to follow, to make the best of your shiny new Social CRM:
Step #1: Bring your Fans into your Single Customer View
First thing you must do is create the complete integrated view of your ecosystem.
Flag:
- Who is a Client
- Who is a Prospect
- Who is a Fan
Take a closer look at the intersections: they will give you valuable information.
Step #2: Create Marketing Personas
Based on these roles intersections, create personas based on the variety of engagement of each individual with your brand:
A Fan that is also a Prospect, is a Hot Leads.
A Client that is a prospect for another product, is a candidate for Upsell.
A Client that is also a Fan, is a satisfied client. In this category, you will find your Ambassadors.
Finally, someone at the intersection of the 3 circles should be considered as one of your Golden client: they're buying, they like you and are ready to buy more. You're job, as a marketing manager, must surely be to bring everybody to this category.
Step #3: Map your ecosystem each morning
Knowledge is power. Having your demographics on a map is a perfect way to know where you stand and see how far you are from your goals.
Step #4: Observe the dynamics in your ecosystem
Compare the demographics of the day with the one of the day before.
Is your population going toward the center of the graph? Then you're doing good!
Is it going toward the outside? This is a negative event, and maybe you should look for the root cause of it.
Step #5: Find your Social ROI!
On all the above transitions, take a closer look at the number of fans becoming Fans+Clients.
These are new buyers that were touched by your social communications.
You can attribute (totally or partially, depending on you campaign attribution model) the revenue of their orders to your Social Media Communication.
Step #6: Trigger reactive campaigns based on transitions
In the previous steps, we were looking at population groups. But if you go one step deeper and observe transition at individual level, it gives you an extra option to reach them at the right moment.
For example, if someone is transiting outward from Ambassador to Client (he stopped being a fan), then it can be the beginning of a disengaging process that will lead to churn. It can be the right moment to re-engage him with a triggered campaign.
Step #7: Trigger predictive campaigns based on Business Intelligence
Let say that you studied the way you ecosystem was evolving during a few month. And your Business Intelligence processes found a pattern that can predict when someone is at risk of having a bad transition.
Then you could send a triggered campaign even before the bad behavior occurs.
These 7 steps, combined with all the data you gather on all your channels can be the starting point to offer a wonderful & personalized Digital Customer Experience.